This is a hot topic for us right now because we’ve recently launched our new brand and changed our trading name…slightly.
This experience is what’s driving the content for this particular post.
The truth is, brands don’t (and shouldn’t) stand still.
They should evolve and grow with your business and continue to resonate with your target audience.
For example, we rebranded and evolved our brand after almost 10 years.
Why?
Our business has evolved.
We needed our branding to reflect our customers’ needs, our values, and goals moving forward.
Like many businesses, we felt that our visual presence no longer aligned with who we are, how WE have grown, and the clients we support.
Of course, there’s a lot more to branding than simply changing your colour palette and logo, which we’ll look at throughout this post.
However, our question to you is this:
“Does your current branding reflect what your business does and what it stands for?”
What is branding?
Your brand represents you, whether it’s the tone of voice you use in your communications, the colours you use in your visuals, or your business logo. Your brand is all about you, who you are, what you stand for, and what you offer – it is your identity.
But brands, and good brands, go much further than this.
Branding is how you make people FEEL about your business. It’s that lasting impression that makes people return to you time and time again (can you guess what our brand focus is? We’ll tell you at the end of the post.)
When we think about branding in these terms, we begin to look further into the customer experience. Looking at touch points and how we can add value at every stage, building in your values as you build your community.
Refreshing brand identity and strategic vision
When was the last time you analysed your branding? Evaluated your brand against your strategy, vision, and values?
Branding is not a set and forget’ thing. Once you have completed the branding process, that box is checked, and you have nothing left to do?
No.
Branding is an ongoing process, and just like your business priorities, objectives, and strategy, it must be reviewed and analysed to ensure you’re still on track.
For example, McDonald’s rebranded in 2012 by introducing a more grown-up section to their menu. Of course, what we know as the golden arches has never changed but the introduction of the McCafé allowed McDonald’s to tap into a section of their audience that was growing up. With the introduction of free wi-fi in their restaurants, fruit and vegetable packets as an option within Happy Meals, salads placed on their menu, and a more grown up logo for this section of their branding, McDonald’s could upscale and appeal to a changing audience.
Then we have the infamous brand, Coca-Cola. Coca-Cola has tried several times to rebrand, not always successfully. However, in 2021, they introduced a new, simpler packaging design, creating a much more minimalistic, cool, and modern look. This tactic of one brand strategy` has brought more focus to their iconic logo with the same look placed across all variations.
Key elements of rebranding
Signs that you might be in need of a rebrand include:
- Your business goals/strategy have changed
- Your target audience has shifted
- Your visual identity is a little dated
However, before diving straight into a rebrand, look to carry out a brand audit.
A complete evaluation of your brand, identifying what’s working and what seems to be trailing behind, gathering feedback, and carrying out research from all areas and all stakeholders.
Alongside your brand audit, be mindful of your business goals.
What is it that your business aims to achieve? Does your brand align with your company values, purpose, and strategic direction?
Once you have all the information, and trust us, there will be some eye-opening highlights, you can start looking at ways to refresh and rebrand.
Building a brand that truly reflects you. Your values and personality. That resonates with your audience and strengthens your connection, building loyalty and trust.
Remember, your visual identity should be built without losing your sense of self.
You will also need to examine your messaging, tone of voice, and introduce brand guidelines to support your messaging framework.
Messaging is the part we really like. It’s an opportunity to tell your story and build this into your branding, building those connections and relationships.
However, the most important part in rebranding…
…communicating with your internal stakeholders and involving them in the process. This is vital. Getting buy-in from the beginning helps everyone to play a role in the integration and successful rollout of the brand.
Rebranding – are you in?
Rebranding is a big decision and can be a significant investment.
It is vital that you start at the beginning and really get to the bottom of why you want/or need to rebrand.
Sometimes it can be hard to see if your brand still reflects your business when you’re so involved in the day-to-day running.
Book a sound boarding session with us today, and let’s talk.
Oh, and getting back to the focus of our rebrand….we worked with the incredibly talented Claire Harrison (who we love to work with on client projects too) who helped us draw out our rebrand focus around hygge – supporting our values surrounding wellbeing and being present and welcoming.
